In Obama we trust, online
With more than 70% of Americans, ages 15 to 34, actively using social networking, and 90% of marketers saying online customer engagement is essential – shouldn’t our president be doing the same? We’ll, he’s not quite our president, but he’s certainly leading the competition in new media campaigning. Barack Obama has created a full-blown social community, and he’s certainly earning the popular click. Whether or not you agree with his policies, he sure knows how to connect with people in 2008.
Obama’s non-traditional marketing has broken through the campaign clutter. Through his website, supporters can create their own pages – to network with fellow advocates, host events, host a blog, help raise funds, and plenty more. This gives his fan base greater unity, momentum, and influence. By the nature of social networking, ordinary individuals gain the power to become genuine community leaders.
Beyond his site, Obama has social networks on 16 outside sites, including MySpace, Facebook, and others based on ethnicity or religion. He empowers the people to take ownership of his campaign and feel a sense of belonging.
But the true value of Obama’s social networking campaign is bringing his online community into the real world. His site and social pages make it simple to find local events. They offer easy and accessible ways to get involved and make a personal difference. Supporters are given easy access to find local fundraisers, make promotional phone calls, and drive registration. His email updates, mobile text alerts, and web ads further promote this. As a result, people have rallied through real world action, and achieved results that are simply staggering.
One of the keys to a powerful campaign is adherence to a central concept. At the crest of Obama’s homepage, there lives his slogan, “I’m asking you to believe. Not just in my ability to bring about real change in Washington… I’m asking you to believe in yours.” What could have been an empty notion has taken on a life of purpose. It’s the foundation for his community outreach, and his entire movement. Obama positions himself as a man of the people, and has truly leveled with the American public. Whether or not we choose to elect Barack Obama, he can certainly teach brands the value of non-traditional campaigns.
So, are you convinced that new marketing methods can take brands to another level, or do you need more proof?
The New Marketing Economy is brought to you by Annodyne, Inc., a full-service provider of integrated marketing solutions. Annodyne is an enlightened breed of agency, bridging the gap between traditional and digital media – to modernize business and brand.
